Go back to basics for boomers
Mobile phone makers seem locked in a space-race trying to out-do each other with more complex functions
But are they are risk of alienating a customer-base who don't want all the bells and ring-tones - the massively lucrative baby boomeer market?
"The mobile phone industry seemed to be losing touch with a huge number of customers," says David Inns, CEO of San Diego-based Jitterbug. "There are people who don't want a giant chunk of functionality jammed into their mobile phones."
Jitterbug aims to ring the changes with its new phone. It has a bigger and simpler keyboard, and industry-leading background noise reduction. When subscribers call customer serivce, they speak to an operator who helps them with tasks such as programming-in contacts. Jitterbug also offers 24-hour roadside assistance and a Live Nurse function.
Launched in 2006 with 10 employees, Jitterbug now employs 335. 'It's a big market,' Inns explains. 'You could easily say it's a little less than half of the boomers and then go from there.'
From a booklet given out by HSBC - 100 Thoughts, Global Perspectives